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The first ever live 24 hour advert featuring live sport will premier during this year’s Le Mans 24 Hours following the announcement of a new partnership between Ford, the automotive and mobility company, and sports broadcaster Eurosport.

The live ad will celebrate the 50th anniversary of Ford’s historic 1-2-3 finish at Le Mans. At the 1966 race, its legendary Ford GT40 finished on the top three positions on the podium and marked Ford’s first Le Mans victory.

The Ford live ad will be produced by Eurosport to run on Eurosport websites and mobile apps during the 24 hour endurance race. Fans will see a live feed of an on-board camera from one of the four of the Ford GT supercars competing in the LMGTE Pro category race. Once visitors click through, they’ll be able to follow the on-board cameras on all four cars on a dedicated Ford Live Hub.

The footage will allow motorsport fans to fully immerse themselves in the race, taking on the renowned Circuit de la Sarthe through the eyes of Ford Chip Ganassi Racing’s drivers.

Ford Performance said: “We’re really excited to be able to work with Eurosport on such an innovative project. Creating a live stream is nothing new, but creating a feed which will show 24 hours of live-streamed content direct from the cockpit of four hypercars as they hit 180mph around Le Mans is no mean feat. Equally impressive is the fact that this will air not only in multiple European countries but also through into a first of its kind live-media format. Executing this on the homepage of Europe’s biggest sport broadcaster is allowing Ford to really bring to life the Le Mans spirit. It is great to be able to celebrate Ford’s return to Le Mans by offering European followers of the race access to the Ford team, the Ford GT, and the race action in this way, helping make Le Mans 2016 an event to remember.”